The One Show New York

ABOUT

Car brands are the second biggest advertisers on TV. So, to launch the new Golf GTI, we did something to make sure people saw ours - we hijacked the entire ad break. We purchased the first ad in prime-time ad breaks and, using a QR code, let people launch an in-browser racing game. Turning the commercial break into a live gaming event. Players raced live against everyone else watching, for the exact length of the ad break. This turned a 30-second ad into a 3 minute brand experience and made sure our ad was the only one people were watching.

AWARDS

One Show - Bronze Pencil

MADEIT CREDITS

  • Volkswagen Group AustraliaClient
  • Andy LeeDigital Designer
  • Anna DomeijDigital/UX Designer
  • Ben WelshChief Creative Officer
  • Dave BirchallSenior Data Analyst
  • David RennieNational Managing Director
  • DDB GroupAgency
  • Emily WoodJunior Producer
  • Emma FyfeTechnical Programme Director
  • Fabien ClemencyDesigner Director
  • Fran ClaytonChief Strategy Officer
  • Georgina HardySenior Producer
  • Harrison SchaapSenior Business Manager
  • Hayley PhillipsBrand Communications Manager
  • Izzy CrohanBusiness Manager
  • James DavisPlanning Director
  • Jessie StaszkiewiczCRM/CX Copywriter
  • John WoodSenior Print Producer
  • Kenneth McLeodGroup Business Director
  • Matt ChandlerExecutive Creative Director
  • Nichola PrestonSenior CX/CRM & Data Planner
  • Nicole DrabschSenior Business Director
  • PHD Media AustraliaMedia Distribution Company
  • Renata BarbosaHead of Integrated Content
  • Rowena KannaMarketing Communications Manager
  • Samuel RaftlArt Director
  • Sebastian Bennett-LeatProject Manager
  • Stephanie OvertonDigital & E-commerce Manager
  • Tania JeramSenior Lead Producer
  • Tim WoolfordCreative Director
  • Tom LawrenceCopywriter
  • Tully ChallenDigital Customer Acquisition & Retention Manager
  • Mandy WhatsonManaging Partner
  • The One Show
Add yourself to this project

Who liked - The Ad Break Championship – GTI Hijack

Back to The Ad Break Championship – GTI Hijack project